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What's Next: Diversity or Death

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It seems that every day another brand is in the spotlight for making a cultural mis-step, and the consumer backlash can be brutal; affecting everything from brand perception all the way down to the bottom line. And every time it happens, it seems that brands had not anticipated what could possibly go wrong.

In this webinar, Shelina Janmohamed, Ogilvy's Vice President of Islamic Marketing and a global expert on cultural leadership, will unpack the cultural commentary jargon and deep dive into real-life case studies studying what happened, what went wrong, and how your brand can get ahead of the pack next time.

Publié dans : Marketing
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What's Next: Diversity or Death

  1. 1. Powered by What’s Next: Diversity or death: Six ways to get cultural leadership right Shelina Janmohamed
  2. 2. Powered by Do we need cultural leadership?
  3. 3. Question: Who are the snowflakes? Answer: The question is a red herring
  4. 4. This is about responding to the fact that consumers now increasingly expect brands to take a point of view on social and political issues of Gen Z would actively engage with a brand that could help them make a difference. of millennials expect companies to make a public commitment to good corporate citizenship Nearly 70% 3/4 of millennials and Gen Z are willing to pay extra for products and services from companies dedicated to social and environmental change, compared to just 51 percent of boomers. 81%
  5. 5. Conscience Creative Commercial
  6. 6. Change needs to happen From the top Diversity must be inside and outside From the very beginning of the planning process Seamlessly woven into every aspect of the organisation In communications and consumer engagement
  7. 7. To avoid you doing this… Don’t get your campaign checked off like this…
  8. 8. Powered by 6ways to get cultural leadership right
  9. 9. Your product is not the answer to a serious real world problem, and shouldn’t try 1
  10. 10. No, you can’t co-opt major political moments to sell product
  11. 11. Don’t take commercial benefit from the IP of others. It’s called cultural appropriation (which is not just nonsense). 2
  12. 12. Check your creative references. The case of blackface Katy Perry Burberry Prada 3
  13. 13. Understand history and tropes
  14. 14. Make sure the right people are in the room
  15. 15. The ethos has to be embedded through the organisation, from top to bottom. The case of customer service 4
  16. 16. Inclusion is about more about than just who is in the photos (although that is important too) 5
  17. 17. Think your cultural insight all the way through 6
  18. 18. Powered by Change needs to happen From the top Diversity must be inside and outside From the very beginning of the planning process Seamlessly woven into every aspect of the organisation In communications and consumer engagement
  19. 19. Conscience Creative Commercial
  20. 20. Thank you.

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